Literally, no thought has been given to the person on the receiving end of the content.
The salesperson knows from experience that either
- After the initial attention has disappeared, it can go in the bin and life can return to normal
- it will become part of my objectives and I will have to endure without seeing the value to me.
Here are three key elements to successful sales enablement
- Active Commitment:
You have to get the commitment and active involvement of the senior team and the managers of the teams you are impacting. For example, delivering briefings, workshops, holding feedback sessions will mean their involvement and positive support for the team to take time out from the day to day business. Sales enablement has to be a core programme. Not gaining this upfront leads to programmes being pulled or drowned by the pressure of daily business life.
- Active Communication:
You have to grab your audience’s interest and tell them “why should it be important to them? ” “why should they care about whether it works or not?” And active communication means
Going out- notes, blogs, twitter feeds, briefings, workshops, emails
Coming back in- tips, customer comments, knowledge share, feedback and discussions. Successful sales enablement requires active engagement and participation from all sides
- Active Content:
The question you should always ask is “is this content usable?” “Can it be picked up straight away and used?”
And content here can mean anything from the cheat sheet, an email, right through to the new CRM system, training material or sales process.